Zee TV is seeing some action in the 10.00 PM band with the weekly ‘Time Bomb’ opening to impressive numbers, and throwing up a better channel share than what the slot otherwise sees. The channel has also embarked on a major awareness drive for ‘Sa Re Ga Ma Pa Challenge 2005’. Amongst the cross medium activities undertaken, one of the noticeable ones is the false cover initiative with Mid-Day.
Time Bomb, which launched on June 27, has opened with a 2.34 TVR in the Hindi speaking market for the C&S 4+, as per TAM Research Media. As this is the data for one episode only, the actual performance of the show can be measured in subsequent weeks.
Commenting on the opening numbers, Abhijit Saxena, Business Head, Zee TV, said, “Time Bomb is Zee TV’s prime property right now. We have left no stone unturned to promote the show and TAM ratings are a clear indicator of our success.”
The importance of the 10.00 PM slot is also indicated by the fact that the channel is pushing the revamped Sa Re Ga Ma will all its might. Zee TV tied up with Mumbai’s afternoon paper Mid-Day, wherein on Thursday there was a full-page ad and also a false cover (a four-page jacket) announcing the entries for the show and other related articles.
Tarun Mehra, Marketing Head, Zee TV, informed, “The initiative with Mid-Day was a one-day activity to create factual buzz ahead of the launch. This awareness campaign will build up as the show proceeds and is supported by on and off-air activities. The days to come might also see many more tie-ups with our media partners.”
On the 10 PM band, Mehra observed, “There is an audience for the 10 PM slot wanting something different and we are giving them content which matches their taste. Time Bomb has been able to make a dent in other channels’ shows at the same time, but we are looking at bettering that number.”
Saxena further added, “We believe in offering varied content to our audiences and have received viewer appreciation from time to time for our programming initiatives. Time Bomb has been able to draw viewers away from their daily dose of drama. With the performance of Time Bomb and the slew of new shows lined up in the coming weeks, Zee TV is on its way to reaching the pivotal position that it long deserved.”